{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,21]],"date-time":"2025-10-21T15:22:31Z","timestamp":1761060151341,"version":"3.41.2"},"reference-count":18,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2016,6,13]],"date-time":"2016-06-13T00:00:00Z","timestamp":1465776000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ICS"],"published-print":{"date-parts":[[2016,6,13]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This research aims to determine whether the educational influence of the cybersecurity awareness campaign on the audience (their knowledge, behaviour and potential cybersecurity culture) matches the campaign\u2019s educational objectives. The research focuses on the knowledge component of this metric by examining the awareness campaign audience\u2019s interpretative role in processing the campaign content, through the lens of active audience theory (AAT).<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Using reflective practices, this research examines a single longitudinal case study of a cybersecurity awareness and education campaign which aims to raise awareness amongst school learners. Artefacts from a single sample are examined.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Reflexive practices using theories such as active audience can assist in identifying deviations between the message a campaign intends to communicate and the message that the campaign audience receives.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>Using this research approach, measurements could only be obtained for campaign messages depicted in artefacts. Future interventions should be designed to facilitate a more rigorous analysis of the audiences\u2019 interpretation of all campaign messages using ATT.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This paper applied principles of ATT to examine the audience\u2019s interpretative role in processing an awareness campaign\u2019s content based on artifacts they created after exposure to the campaign. Conducting such analyses as part of a reflective process between cyber awareness\/education campaign cycles provides a way to identify areas or topics within the campaign that require corrective action.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/ics-01-2016-0003","type":"journal-article","created":{"date-parts":[[2016,6,20]],"date-time":"2016-06-20T04:51:07Z","timestamp":1466398267000},"page":"177-193","source":"Crossref","is-referenced-by-count":13,"title":["Decoding audience interpretations of awareness campaign messages"],"prefix":"10.1108","volume":"24","author":[{"given":"Rayne","family":"Reid","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Johan","family":"Van Niekerk","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020121423403084100_ref001","first-page":"325","article-title":"Television, texts and audiences","volume-title":"Cultural Studies","year":"2012"},{"volume-title":"Social Research Methods","year":"2012","key":"key2020121423403084100_ref002"},{"year":"2012","key":"key2020121423403084100_ref003","article-title":"An e-Safety Educational Framework in South Africa"},{"issue":"5","key":"key2020121423403084100_ref004","doi-asserted-by":"crossref","first-page":"410","DOI":"10.1016\/j.cose.2007.03.001","article-title":"Assessing the security perceptions of personal internet users","volume":"26","year":"2007","journal-title":"Computers & Security"},{"key":"key2020121423403084100_ref005","unstructured":"Hall, S. (1980), \u201cEncoding\/decoding\u201d, Culture, Media, Language: Working Papers in Cultural Studies, Centre for Contemporary Cultural Studies, London, Hutchinson, pp. 128-137."},{"volume-title":"The Interpretation of Documents and Material Culture","year":"1994","key":"key2020121423403084100_ref006"},{"key":"key2020121423403084100_ref007","unstructured":"IWS (2015), \u201cSouth Africa Internet usage, broadband and telecommunications reports\u201d, Internet World Stats Usage and Popoulation Statistics, available at: www.internetworldstats.com\/af\/za.htm (accessed 10 January 2016)."},{"volume-title":"National Cyber Security Framework Manual","year":"2012","key":"key2020121423403084100_ref008"},{"volume-title":"Content Analysis: An Introduction to its Methodology","year":"2004","key":"key2020121423403084100_ref009"},{"edition":"1st ed.","volume-title":"A Dictionary of Media and Communication","year":"2011","key":"key2020121423403084100_ref015"},{"first-page":"1","article-title":"Back to basics: information security education for the youth via gameplay","year":"2013","key":"key2020121423403084100_ref011"},{"issue":"4","key":"key2020121423403084100_ref012","doi-asserted-by":"crossref","first-page":"371","DOI":"10.1108\/IMCS-11-2013-0081","article-title":"Brain-compatible, web-based information security education: a statistical study","volume":"22","year":"2014","journal-title":"Information Management & Computer Security"},{"issue":"2","key":"key2020121423403084100_ref013","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1108\/IMCS-09-2013-0063","article-title":"Snakes and ladders for digital natives: information security education for the youth","volume":"22","year":"2014","journal-title":"Information Management & Computer Security"},{"first-page":"174","article-title":"Towards an education campaign for fostering a societal, cyber security culture","year":"2014","key":"key2020121423403084100_ref014"},{"key":"key2020121423403084100_ref016","unstructured":"SACSAA (2011), \u201cSouth African Cyber Security Academic Alliance (SACSAA)\u201d, cyberaware.org.za, available at: www.cyberaware.org.za\/"},{"issue":"2","key":"key2020121423403084100_ref017","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1145\/503345.503348","article-title":"Five dimensions of information security awareness","volume":"31","year":"2001","journal-title":"ACM SIGCAS Computers and Society"},{"first-page":"103","article-title":"Cyber safety for school children: a case study in the Nelson Mandela Metropolis","year":"2013","key":"key2020121423403084100_ref010"},{"first-page":"185","article-title":"Toward cyber safety education in primary schools in Africa","year":"2014","key":"key2020121423403084100_ref018"}],"container-title":["Information &amp; Computer Security"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/ICS-01-2016-0003","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/ICS-01-2016-0003\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/ICS-01-2016-0003\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,25]],"date-time":"2025-07-25T01:22:34Z","timestamp":1753406554000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/ics\/article\/24\/2\/177-193\/112207"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2016,6,13]]},"references-count":18,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2016,6,13]]}},"alternative-id":["10.1108\/ICS-01-2016-0003"],"URL":"https:\/\/doi.org\/10.1108\/ics-01-2016-0003","relation":{},"ISSN":["2056-4961"],"issn-type":[{"type":"print","value":"2056-4961"}],"subject":[],"published":{"date-parts":[[2016,6,13]]}}}